Training & Events

Effective copywriting: from blank page to impactful story

Mihaela Bodlovic, 2022

**Postponed – new date to be announced soon! **

Move from a blank page to a compelling case for support in the capable hands of professional copywriter, Allison Traynor.

Offering a combination of project-based, hands-on writing exercises with tips, techniques and critical theory, the two sessions explore the five stages of the copywriting process – planning, structuring, drafting, editing and proofing. While the course provides a specific focus on writing a case for support, the resulting learning can be applied to all kinds of fundraising and other communications.

Working with Allison, you’ll look at how to both tell your story and sell your idea by:

  • Making your vision, mission and values the bedrock of your story
  • Gathering evidence to build into your narrative
  • Understanding your audiences and thinking from their perspective
  • Building a logical structure to your content to keep your reader engaged
  • Identifying your message and call to action
  • Balancing features and benefits when you ‘sell’ your idea
  • Developing and applying your brand tone of voice
  • Getting creative with headlines and bringing out your brand personality

By the end of the course, you’ll have renewed confidence in your capabilities as a copywriter and come away with a bank of useful tips and techniques as well as real content that you can build into your next piece of communication.

Ideal if… you are looking to improve your copywriting skills to support your fundraising activities and other communications.

Allison really knows her stuff and communicated it brilliantly to everyone. If you want to understand how to achieve a clear, cohesive, consistent voice for your copywriting, this is a great course.
Session participant, Dundee Rep and Scottish Dance Theatre

Meet the trainer

Allison Traynor

Copywriter & Brand Consultant

Previously Director of Client Services at Tayburn Design and Director of Copy & Communications at Redpath Design, Allison is a highly experienced copywriter and brand consultant who has been working freelance since 2013. She now works with a variety of organisations, mainly in the charitable sector, helping her clients to find their voice, articulate their message and, ultimately, achieve their communication goals.

Allison has a particular interest in arts, heritage, education and environment, and her fundraising and case for support copywriting includes work for National Museums Scotland, Gretna Landmark Trust, Highland Museums Forum, National Youth Choirs of Great Britain, Penicuik House Preservation Trust, Willow Tea Rooms Trust, Hearts & Minds, Maid of the Loch, St Mary’s Music School, National Trust for Scotland and The Royal High School Preservation Trust.

Details

Date: Thursday 8 February - postponed
Registration time: 9.30am
Time: 10am–4.30pm
Cost:
£130 +VAT for members (Culture),
£200 +VAT for members (Corporate),
£200 +VAT for non-members (Culture),
£320 +VAT for non-members (Corporate)
Category: Skills Training

Trainer

Allison Traynor

Venue

Culture & Business Scotland
Thorn House
5 Rose Street
Edinburgh
EH2 2PR

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